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Developing a narrative for your real estate brand is a valuable tool for establishing genuine connections with buyers or investors. Here’s how to do it. 

What is a ‘brand story’, anyway?

A strong, fully-realised brand story helps you communicate clearly to your target market what you’re all about. It includes what you do, how you do it, why you do it, and how you have a positive impact on your customers. It’s a narrative you weave that sticks in your clients minds.

A great brand story:

• Differentiates you from your competitors 
• Makes you memorable
• Establishes positive associations for your business

So, what’s the story?

Think about it. What are your core beliefs? What motivates you? Where is your agency headed? How do you want clients to see you? 

Are you…

• Local experts with a longstanding history in the area?
• High achievers who can guarantee outstanding results?
• Pros when it comes to helping a family build a future?

Of course, you might be all these things and more. But for the purposes of establishing a clear story, you need to drill down and find a core narrative. Keep it simple; a complicated brand story confuses your customers perceptions and dilutes your message.

These are some elements you might consider:

• Your origin story 
• What kind of agency are you?
• Who works for you?
• Your connection to or position in the community
• What makes your business unique

But do I really need one?

Brands with no story or personality just muddle through, sometimes getting lucky. A brand that’s not clear about what it is and what it stands for appears disorganised, confuses potential customers, and isn’t taken seriously – or worse still, gets ignored completely. 

Remember, if you don’t tell your story, other people will do it for you – and in the process, you lose control of how you’re perceived.

How do I tell my brand story?

Once you’ve settled on a narrative, it’s not as simple as sending out a few letterbox drops to break the news. A brand story is about showing more than telling; all the signals you send to your audience must tie back to it. That goes for everything from your marketing material through to the scripts and dialogues used in the living room.  Every professional move you make should reflect and feed into the larger narrative.

Focus on how your products or services touch the lives of actual people. Real estate agents assist people in a very tangible way, so there are plenty of emotional triggers to mine. 

A strong brand story is a powerful way to connect with customers.